In a departure from its traditional print advertising, Specialized Bicycles is inviting customers to the “ride-in” movies. With the help of Goodby, Silverstein & Partners, San Francisco, the company has launched a new Web site, www.specialized movies.com, dedicated to films featuring various bike models. Because Specialized is such a hip brand, it made perfect sense to Rich Silverstein, founding partner of GS&P and one of the creative directors for the films, to have advertising that could be a part of popular culture, which these days includes YouTube and Google Videos.
Credits
Agency: Goodby, Silverstein & Partners Rich Silverstein, Steve Simpson, creative directors; Bob Winter, associate creative director; Kevin Jordan, Jason Warne, art directors (�Outlaw in Lycra,� �Happy Entrails�); Aaron Dietz, art director (�Happy Entrails�); Nick Prout, Spencer Riviera, copywriters (�Outlaw in Lycra,� �Happy Entrails�); Mandy Dietz, copywriter (�Happy Entrails�); MJ Otto, producer; Britt Backouz, account manager Production Company: Teak Motion Visuals,Blind, Inc. Teak Motion Visuals, San Francisco (�Outlaw in Lycra�)
Dave Laden, director; Greg Martinez, executive producer; Raul Avila, production manager; Lou Weinert, DP.,Blind, Inc., Santa Monica (�Happy Entrails�)
Tom Koh, director/creative director/designer/illustrator/2D & 3D animator; Santino Sladavic, executive producer; Amy Knerl, producer; Bill Sneed, Joseph Chan, designers/illustrators; Jason Kim, 2D/3D animator; Joseph Chan, 2D animator; Lawrence Wyatt, 3D animator. Editorial: Teak Motion Visuals (�Outlaw in Lycra�)
St. Lukes and Director Neil Gorringe Are “Proud As A Peacock” For Wickes Home Improvement
Home improvement retailer Wickes unveils its first major brand campaign, which is based on the idea that the DIY giant has everything its customers need to make them feel “as proud as a peacock.”
It’s the first brand work by creative agency St Luke’s, since winning the account 12 months ago. .
The TV campaign comprises three 20-second films, all featuring people browsing in a Wickes showroom, choosing designs, and visualizing their new kitchens and the compliments they will receive from their friends and family. The three films--directed by Neil Gorringe via production company MYTHSMYTH--each focus on Wickes’ kitchen ranges, price, and the design and installation help they offer.
In this film, a man sets the scene by saying to his partner, “You know what your sister is going to say though?” As the woman imagines her sister asking if they’d mind if she got a matching kitchen, feathers fan out behind her back.
Wickes has built a rich heritage of pride since its launch over 5o years ago. This work marks an evolution of strategy for the brand as it evolves “feel house proud” and introduces its new campaign line “Feel as proud as a peacock”.
The new campaign anchors it to the brand platform away from the focus on embarrassment, instead honing in on the pride aspect, to reflect the feeling of optimism that accompanies a home improvement project. Phil Spencer, property guru and ambassador for Wickes Kitchens continues to be the voice-over for the campaign.
“Our campaign reflects the real sense of pride that Wickes’ customers feel after improving their homes,” said Richard Denney, joint chief creative officer at St Luke’s. “Pride and peacocks go hand in hand, and research showed that even younger... Read More
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